Ad Nut
Apr 24, 2019

These rich, dead Singaporeans wish they'd protected their wealth from their a-hole kids

Etiqa Insurance targets high-net-worth individuals with a welcome dose of somewhat macabre humour.

In a campaign for Etiqa Singapore by Blak Labs, deceased patriarchs and matriarchs look down from Harry Potter-style moving portraits as their grown children—acting more like toddlers—fight over the relative worth of what they got in the will, debate selling off the family business, and wonder how much cash they can get for their dear parents' treasured personal possessions.

The campaign includes print, digital, out-of-home and free-to-air TV and promotes the insurer's 'Premier' suite of services, which includes things Ad Nut knows nothing about, such as wealth distribution and business-continuity planning. (Ad Nut's estate planning consists of a secret map to several buried nut caches.)

Ad Nut normally avoids paying any attention whatsoever to the "struggles" of the world's ultra-wealthy, unless Ad Nut needs an excuse to practice playing Ad Nut's tiny violin. Similarly, Ad Nut avoids advertising targeting HNWIs (high-net-worth individuals) because it is usually atrocious: not so much cliché-ridden as constructed entirely of clichés.

So Ad Nut welcomes the wry humour in this campaign, and salutes both the brand and the agency for not only breaking the category conventions but also broaching a grave topic without being dreadfully grave about it. After all, rich people probably have senses of humour too, right?


Client: Etiqa Singapore
Brand: Premier by Etiqa
Agency: Blak Labs
Director: Caleb Huang
Film Production: Smallshop Communications
Media: IPG Mediabrands (Singapore) Pte Ltd, Columbus Singapore

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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